Aprajita has revolutionized the footwear industry by seamlessly blending traditional Indian craftsmanship with modern aesthetics. Her journey from advertising to creating bespoke shoes highlights a passion for customization and quality. Endorsed by celebrities like Radhika Merchant, her brand has gained significant visibility and popularity. With a vision rooted in cultural heritage and continuous innovation, Aprajita’s future plans include expanding her brand internationally and launching new collections that marry classic and contemporary designs.
How do you incorporate traditional Indian craftsmanship into your work, and how do you blend it with modern aesthetics?
At the core of our brand, we deeply value traditional Indian craftsmanship. We base our work on India’s rich heritage of versatile and time-honored techniques. Our footwear, inspired by designs that are over a century old, is made with minimal use of machines to ensure the art remains intact. Each pair is handmade, requiring hours of meticulous effort, though we do incorporate a certain amount of machine work to enhance precision and durability.
Our approach to design is to seamlessly blend these traditional techniques with modern aesthetics. By doing so, we create unique pieces that honor our cultural heritage while appealing to contemporary tastes. This blend allows our footwear to stand out, offering both beauty and practicality.
Can you share your story and how you began this journey?
My journey began in the advertising world, when I was interning with Mudra in advertising. During this time, I visited a store to find a beautiful pair of sandals but struggled to find footwear that fit me, as I wear a size 43. Frequent visits to footwear stores, where the largest size available was typically a 39, highlighted a significant gap in the market for customized footwear.
This need for change sparked my passion for creating custom-made shoes. We evolved into a brand that prioritizes the right fit, making us pioneers in the field of customization. Our focus on offering personalized solutions has helped us grow and reach a wider audience.
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How has the opportunity of dressing celebrities like Radhika Merchant impacted your brand’s visibility and popularity?
Dressing celebrities has significantly boosted our brand’s visibility and popularity. Working with clients like Radhika involves understanding her style and preferences to create designs that reflect her persona. Incorporating traditional art forms, such as zardozi embroidery, into our footwear adds a touch of luxury and sophistication.
As a brand, we have evolved, and so has the perspective on footwear. Customers now understand the importance of wearing the right shoe size rather than just chasing style. My personal experience of struggling to find the perfect pair led us to recognize the demand for custom sizes and designs. Different people have unique needs and expectations for their shoes. We were pioneers in understanding this and educating customers on the importance of customization and proper fit.
The support from celebrities has been instrumental in our growth. It has allowed us to reach a broader audience and establish ourselves as a brand that caters to both yesteryears and Gen Z. Their endorsement has been a testament to our commitment to quality and customization.
What is your vision for your brand, and what are your future plans?
Our vision is to remain true to our roots while continuously innovating. We focus on the amalgamation of different art forms, ensuring each piece we create is unique and timeless. Unlike inventory-based models, we customize each order to meet individual needs, which sets us apart in the market.
Looking ahead, there is always scope for improvement. We plan to launch more stores and expand our international presence. Our upcoming collections will continue to feature classic designs with a modern touch, reflecting a blend of culture and contemporary art.
We are committed to creating pieces that embody the absolute opposites of aesthetics, balancing tradition with modernity. Our goal is to celebrate and preserve the rich heritage of Indian craftsmanship while appealing to global fashion sensibilities.
